Corporate Social Responsibility - Att stärka ett varumärke

• Main Authors: Björkman, Peter, Froom, Otto
• Format: Others
• Language: Swedish
• Published: Linnéuniversitetet, Ekonomihögskolan, ELNU 2012
• Subjects: CSR; Varumärken
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-18469

This essay has aimed at exploring how different companies work with CSR. We want to highlight their opinions about the topic, what it means for the companies that work with it and how important it is to apply CSR in a business. The reason why we chose this subject is because of the possibilities that come with working with CSR. We think there are a lot to be done when it comes to corporate social responsibility and we want to be a part of this new type of marketing. The win-win-situation that occurs with CSR is unique and it makes the subject interesting. When there are plenty of winners due to a marketing method, it has to be something to take seriously.   To reach our goal with this study we have designed two questions; For what reason does companies work with CSR to strengthen the brand?   Which advantages and disadvantages does it mean for a brand to work with CSR?   By having done several interviews and study of existing theories, we have reached our goal. We have through this work come to the conclusion that CSR plays an important role in the efforts to strengthen brands. The knowledge among the consumer has increased over the years and they have started to be more demanding when it comes to how companies operate. At the same time, companies have begun to realize that they can use CSR to relate properties to the brand that appeals to the consumer. Our qualitative study has brought more interesting information to daylight and we are happy to present it during our essay.